Here is an excellent perspective on the value and importance of developing a great creative brief to launch a new initiative. It is all about open collaboration and focus. We couldn’t agree more, which is why we created the question “what is your initiative’s Soul Song?” Our Soul Song approach fosters the client collaboration in a fun and different way, while driving to the central focal point for their overall initiative. The selection of the Soul Song during the creative brief exercise becomes the beacon for all creative decisions going forward. In essence, it’s the tiebreaker when creative decisions are at a deadlock. Have you picked a Soul Song for your initiatives in 2018? Dare to try a new approach for better results in 2018. Defy. Fly. With Yalo.
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